|
The Otago/Southland
Travel Market
by Alasdair
McIntyre, 14th August 2007
In the year ended March 2007, the Otago/Southland market (comprising the
main urban
centres of Dunedin and Invercargill) accounted for 7% of New Zealand's total population of 4.2 million but
a below average 5% of all overseas travel departures.
In the twelve month period under review, a total of 92,356 residents of the
Otago/Southland region
departed on overseas trips, representing 1
overseas trip per 3.2 head of population. This
compared with the national average ratio of 1 overseas trip per 2.2 head
of population placing Otago/Southland in fifth place for overseas travel penetration of its market population .
In the year ended March
2007, the Otago/Southland resident was
more likely to travel overseas on
"holiday" at 48% of all departures, than the national average of 42%. On the other hand, the
Otago/Southland traveller
was much less likely to travel overseas for "business" reasons at
13% than the national average of 19%.
In the year ended March
2007, 60% of all Otago/Southland overseas departures were bound for
Australia as their "area of main destination" (compared with
the national average of 50%), while 10% headed for Europe and 8% for
Asia. 6% of all Otago/Southland overseas
travellers were bound for North America in the twelve month period, with
4% leaving for the "other" South Pacific Islands and less
than 4% for Fiji.
Otago/Southland
TRAVEL TO AUSTRALIA
In the year ended March 2007, total Otago/Southland departures to Australia, as "area
of main destination", fell by 4% with "VFR" travel up 6% and departures for "holiday" and "business"
reasons down 9% and 6% respectively. The Otago/Southland share of total New Zealand travel to
Australia in the twelve month period was recorded at 6%.
Otago/Southland TRAVEL TO ASIA
Total
departures to Asia from the Otago/Southland market declined by
9% in the year
ended March 2007, with "VFR" travel up 21% and departures for
"holiday" and "business" reasons down 23% and 8%
respectively. The Otago/Southland share of total New
Zealand travel to Asia in the twelve month period was recorded at 3%.
Otago/Southland
TRAVEL TO EUROPE
Total
departures to Europe from the Otago/Southland market increased by
3% in the year
ended March 2007, with "holiday" and "business" travel
down 1% and 22% respectively and departures for "VFR" reasons
up 8%. The Otago/Southland share of total New
Zealand travel to Europe in the twelve month period was recorded at 6%.
Otago/Southland
TRAVEL TO NORTH AMERICA
Total
departures to North America from the Otago/Southland market grew by
10% in the twelve month period under review, with "holiday"
and "VFR" travel up 2% and 17% respectively and departures for "business"
reasons up 14%. The Otago/Southland share of total New
Zealand travel to North America in the year ended March 2007 was recorded
at 5%.
Otago/Southland
TRAVEL TO FIJI
Otago/Southland
travel to
Fiji declined by 18% in the year ended March 2007, with "holiday"
and "business" departures
down 18% and 41% respectively and "VFR" travel up 101%. The
Otago/Southland share of total New Zealand travel to Fiji in the twelve month period under
review was recorded at 3%.
Otago/Southland
TRAVEL TO THE OTHER SOUTH PACIFIC ISLANDS
In the year ended March 2007, total Otago/Southland departures to the "other"
South Pacific Islands, as "area of main destination",
declined by 8% with "holiday" and "VFR" travel
down 2% and 33% respectively and
"business" departures down 28%. The Otago/Southland share of total New Zealand travel to the "other" South Pacific
Islands in the twelve month period ended March 2007 was recorded at 3%.
Each quarter, asmal new
zealand travel provides a full analysis of New Zealand outbound
travel by all regional markets and purpose of trip. asmal new zealand travel's
fifty page analysis of the New Zealand outbound travel
market is published
in full interactive Acrobat format and delivered to subscribers by e-mail.
|
